Effects of electronic word of mouth on the purchase intention of millennials (Gen Y) of Pakistan: Mediating role of brand image and perceived quality

Abstract

The study strives to determine how electronic word-of-mouth im- pacts the purchase intentions (PI) of millennials in Pakistan. To fulfil that pur- pose, three EWOM determinants - quantity, Quality, and valence are chosen. Whereas Brand image (BI) and perceived Quality (PQ) are taken as media- tors. The paper adopts a Quantitative Explanatory approach to survey 169 Karachi respondents. Inferential analysis of collected data was performed using PLS version 4.0, and structural equation modelling was also performed using Smart PLS version 4.0. The results confirmed the proposed hypothesis that the Quality, quantity, and valence of EWOM significantly influence millennial consumers’ purchase intentions. The paper’s final part presents theoretical and administrative implications, limitations, and suggestions for further research. The study’s findings are helpful to marketers and brand managers to under- stand their customers better and adapt their prospective online communication strategies. The investigation’s findings underscore buying intention rather than purchase decision. Future research can close the gaps by determining the key factors crucial in the last phases of converting buy intention into the purchase decision. The first-ever study in Pakistan to look into the impact of e-WOM on the purchase intention of Millennials using the brand image and perceived product quality as mediators. Keywords